“While this was a difficult and considered decision, the board thanks Laurent for his work in strengthening the company and positioning it for the future,” executive chairman Glenn Murphy said in a statement. “Culture is at the core of Lululemon, and it is the responsibility of leaders to set the right tone in our organization.

“Protecting the organization’s culture is one of the board’s most important duties,” Murphy added.

Lululemon did not elaborate on any specific actions by Potdevin, but it’s not the first time a company executive has created a public relations nightmare.